From the outside it all looked haphazard and frenzied. A campaign that was skidding from scandal to crisis on its way to total defeat. That’s not how it felt inside the ‘Project Alamo’ offices in San Antonio, Texas where Trump’s digital division — led by Brad Parscale, who’d worked previously with Trump’s estate division setting up websites — was running one of the most sophisticated data-led election campaigns ever.
Once Trump’s nomination was secured, the Republican Party heavyweights moved in, and so did seconded staff from Facebook and Google, there to help their well-paying clients best use their platforms to reach voters. Joining them were 13 employees from the UK-based data analysis firm Cambridge Analytica, who were led by chief product officer Matt ‘Oz’ Oczkowski, who had enormous biceps and walked around the office carrying a golf club.
Author: Jamie Bartlett